Description

A Marketing Communication could develop great marketing supported by large budgets but not make a dent in the market unless it drove a new category or subcategory of products or services. When you start looking, it is amazing how many examples of new categories and especially subcategories that appear in virtually all industries. Success Marketing Communication requires timing-the market, the technology and the firm all have to be ready. The aim of this book is to show the way toward winning the Marketing Communication relevance battle by creating categories or subcategories for which competitors are less relevant or not relevant at all. This requires students to ask themselves: „What kind of difference do I want to make?‟ „And what kind of organization–with what kind of values and higher purpose–do I want to work for?‟. Entering a wonderfully exciting period in the journey and help students to understand and seize the opportunities that the future will present